The film is part of the campaign developed for the Istanbul 2010 European Capital of Culture Agency. It aims to position Istanbul globally as "the most inspirational city in the world." The commercial incorporates both historical, natural, and contemporary sources of inspiration. Istanbul's cultural heritage mainly consists of many religious monuments. The film, however, juxtaposes this mystical dimension with the lively, young cultural scene of the city. The story line, a couple's one day tour in Istanbul, incorporates various inspirational encounters underlining the richness of cultural experiences.